What Does Post-Pandemic Video Marketing Look Like?
Consumer behaviors changed drastically during the pandemic. With people spending more time cooped up at home, online shopping exploded, as did the number of people who signed up for streaming platforms. COVID-19 might be in the rearview mirror, but these trends are here to stay.
Because of these trends, video marketing looks different compared to a year ago, and brands have to keep up if they want to stand out in the online ecosystem saturated with competitors. As you move forward with video production in a post-pandemic landscape, the following tips can help make your next video marketing campaign a success.
Personal connection is key
If there’s one thing the pandemic did well, it was bringing people together. Connections between families, friends and communities were front and center for the past year, and marketers shifted their messaging to cater to feelings of inclusion, support and togetherness. These types of messages are still important to consumers, not only to continue offering support as the world recovers but also to build more human connections with the brands they trust.
Video campaigns should still lean into those human elements. For some brands, this means creating campaigns that feel more modest and down to Earth. For others, it will mean showcasing the people behind your business and what you do to support each other and the community at large. The key is building personal connections, not making your brand seem like a distant entity.
Smaller crews work in the studio
Casts and crews are gathering in person once again. Despite this, the stringent safety guidelines of COVID-19 are still fresh in everyone’s minds. Many production companies are choosing to stick with smaller, more intimate groups in the studio because there’s less risk of infection.
Small teams can work fast and more easily comply with health codes still lingering from the pandemic. Anyone working with a video production team should be prepared for potential changes—and likely some changes that make the process faster and more efficient.
Streaming offers new ad space
Streaming services gained tons of momentum in 2020. Consumers are moving away from cable TV and toward an era of watching whatever they want, whenever they want. The pandemic prompted a greater demand for streaming platforms when lockdown forced people to stay home. They were consuming more video content, which means they were also consuming more ads.
Advertisers must shift their focus to the form of media that’s garnering the most attention. Consumers still watch their TV screens, but now the popular channels have migrated from cable to streaming platforms. Brands should consider launching their ad campaigns on these platforms in order to maximize exposure.
Video is driving e-commerce
The pandemic undoubtedly propelled online shopping to the top of the commerce chain. Today, consumers want the convenience of online shopping but the credibility of an in-store experience. Brands can offer convenience and credibility by creating more product explainer and benefits videos to live on their websites. These videos should showcase your products in depth, so customers feel confident in their selections before they click “buy.”
These trends are nothing new. Streaming platforms, e-commerce videos and story-driven video production have been several years in the making. COVID-19 didn’t pioneer many trends; rather, it made them more apparent. Video marketing is constantly evolving, regardless of the pandemic, and it’s a marketer’s job to keep up.
Brands become leading competitors in the market when they work with Spin Creative. Our teams stay on top of video production trends and always look for what’s next to keep your latest campaigns at the forefront. Say hello!
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Spin Creative is a video production company and creative agency helping marketers create winning video and creative strategies that engage, inspire and activate targeted audiences. Spin is headquartered in Seattle with offices in San Francisco and London, serving brands around the globe.
